Digital marketing is rapidly taking over from more traditional forms of advertising, such as TV and print. However, not all digital marketing campaigns are the same. In fact, there are many different options for new website owners to choose from, such as social media marketing (SMM), search engine optimisation (SEO), and pay per click (PPC) advertising. PPC can be hugely effective… but what is it?
What is Pay Per Click?
A pay per click, or PPC, advert is placed above Google’s top ranking results for a relevant search. This means that a PPC ad will often be one of the first links that is seen by a user, potentially boosting clickthrough rates. In return for this top billing, the business pays a fee each time the link is clicked.
Digital marketing methods such as SEO are considered to be ‘organic’. This means that, by creating relevant content containing the right keywords, audiences find your website naturally; their search terms match your content. PPC, on the other hand, is considered to be ‘non-organic’. This means that there’s not quite the same level of natural pairing between business and customer. Instead, the business pays to target a specific audience or demographic, and to benefit from a higher ranking for improved visibility.
Why Use PPC?
So, is PPC the best form of digital marketing? It really depends on the business. SEO is often said to be a better choice as it can be more cost effective (reports show that the average cost per click is between $1 and $2), and not only does SEO attract visitors, but it also helps to keep them on your website, too. However, PPC certainly has its own advantages, especially for new website owners.
As a new website owner going up against more established and more recognisable online businesses, relying on SEO alone to boost rankings isn’t always the most sensible option. This is particularly true if the nature of your business means you’re dealing with highly competitive keywords. Although SEO is still necessary to keep visitors on your site, PPC can be a significant tool for increasing traffic to specific landing pages. In an ideal scenario, new website owners will combine both PPC and SEO for the very best results.
Some new business owners may have heard about concerns regarding audience perception of businesses that use PPC. Is PPC considered to be ‘cheating’? Absolutely not. In fact, new business owners that don’t take advantage of the digital marketing methods available to them may be missing out on great opportunities to develop their brand. And remember: most users can’t recognise a paid ad anyway!